Survey Warns Google on Customer Loyalty

Though Google remains the leader in the search engine space, its users also frequently visit other major engines, a new survey reports.

Nielsen//NetRatings, New York, said new data showing that 58 percent of Google searchers also use at least one of the other top two search engines, Yahoo and MSN, put Google on notice to stay on top of its game.

"With more share than its two nearest competitors combined, Google sets the pace in the search business," said Ken Cassar, director of strategic analysis at Nielsen//NetRatings. "However, the opportunities that MSN and Yahoo enjoy by virtue of their broader media offerings give them an important platform from which to attack the industry leader."

Cassar also warned the other top search engines about their dwindling customer loyalty. Nearly 71 percent of those who use Yahoo also visit MSN or Google, and 70 percent of people who use MSN also visit the other two major engines.

"It is critical that all of the major search players, including Google, recognize that they exclusively own only a minority of their users," Cassar said. "This ... underscores the importance of continued innovation in a highly competitive market that is anything but mature."

Christine Blank covers online marketing and advertising, including e-mail marketing and paid search, for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters